Netflix is at the top of the new “Best Family Brands 2024” ranking that YouGov and the SZ Institute published on Friday. The streaming service achieved first place with 2020 points and therefore enjoys the highest level of trust among families with children up to the age of six.
Brands from the streaming and toy sectors dominate the top 10. The Swedish furniture store IKEA follows in second place with 2016 points, closely followed by Disney+ with 1999 points. Well-known toy brands such as LEGO and Playmobil are also well represented and take 4th and 5th place.
“Result is not surprising”
The ranking results are based on over 950,000 online interviews conducted between September 1, 2023 and August 31, 2024 as part of the YouGov BrandIndex. A total of 1,013 brands from 35 categories were evaluated, with up to 30 well-known brands to choose from per interview. Only brands that were rated by at least 100 families in the relevant period were taken into account for the ranking.
The ranking is based on the so-called consideration score, which looks at the question “Which of these brands would you most likely choose?” The evaluations are based on two rankings: once based on the absolute values of the target group and once in comparison to the entire population. The relevance of the brands for families is particularly emphasized.
Felix Leiendecker, Head of Data Products DACH at YouGov, comments on the result: “It is not surprising that both streaming services and toy brands play a prominent role in this ranking. While toys are often related to children’s needs, streaming services reflect parents’ preferences and entertainment habits. Young parents in particular like to use streaming services to meet their own entertainment needs.”
Top 10 best family brands 2024:
- Netflix – 2020 points
- IKEA – 2016 points
- Disney+ – 1999 points
- LEGO – 1995 points
- Playmobil – 1990 points
- Adidas – 1989 points
- Nutella – 1989 points (tied)
- Amazon Prime Video – 1985 points
- McDonald’s – 1980 points
- Stealth – 1977 points
Andreas Marx
(amx, born in 1989) has been an editor at absatzwirtschaft since July 2022. He is neither native nor immigrant, but definitely digital. The Berliner by choice with a penchant for niche topics has a wide range of interests, which is also reflected in his career: he has already worked at Playboy, the C3 agency and the industry service Meedia.
